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Online TV in Germany                         Web TV Monitor 2012Commissioned by the Bavarian Regulatory Authority for     ...
Disclaimer     All content of document has been        trademark and trade protection laws      researched and created to...
Web TV Monitor 2012Research objectives and methodology      Client and objectives                               Methodolog...
Goldmedia’s six-attribute definitionof an online-TV channel                                          Video     1          ...
Online TV 2012: Online videos distributedby a high number of platforms/devices                         Value chain Online ...
1,424 online-TV channels in Germany –slight growth compared to 2011      Number of online-TV channels and development comp...
2012: 1,424 German online-TV channels:Corporate TV division rising since 2010                     Share of different types...
3/4 of the videos provided are in-houseproductions of the online-TV channels  Content sources/production types of online-T...
2012: About 6 billion hits per month – shareof video hits has grown to 17% since 2011        Video hits per day (in millio...
2012: Average viewing duration of 11 min.per video. For live-streaming, even 28 min.                                      ...
2012: Every fifth online-TV hit via mobiledevices – five percent via smart TV    Devices used for hits of online-TV conten...
2012: Every second online-TV channelretrievable via apps or mobile-optimised sites                Share of online-TV chann...
23% of the channels already provide theirown smart TV app – 26 percent are planning to     Presence of the online-TV provi...
Hits via own website are declining –social networks on the rise    Distribution of hits via different platforms for online...
Advertising and marketing still mainsources of financing for online TV                                                    ...
Three out of five online-TV channels financedby advertising, particularly by video ads                                    ...
Web TV Monitor 2012Executive summary – part 1Online-TV    1,424 online-TV channels in Germany (status as of 10/2012)marke...
Web TV Monitor 2012Executive summary – part 2Use of              2012: Hits via mobile devices rose to 18%, smart TV to 5...
Hits and further information also available atwww.webtvmonitor.de                                                 19
Goldmedia GmbH Strategy Consulting      Prof. Dr. Klaus Goldhammer | Christine Link         Oranienburger Str. 27 | 10117 ...
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New study: Online-TV market gains professionalism – increase of mobile usage, Web TV Monitor 2012

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According to a new study on Internet TV, there are currently 1,424 online-TV services in Germany, with 194 million daily video hits. The number of people accessing videos has increased by about 17% compared to the previous year. The mobile use of online TV has also increased: Every fifth video hit occurs via mobile devices.

Having grown quantitatively, particularly in the past few years, the online-TV market is consolidating and gains continuing professionalism. In this context, providers rely on in-house-produced content. On average, 78% of the videos of an online-TV channel are in-house productions.

In order to make the market structure of the online-TV world more transparent, Berlin strategy consultant Goldmedia (www.goldmedia.com) was commissioned by BLM, the Bavarian Regulatory Authority for Commercial Broadcasting (www.blm.de), to produce “Web TV Monitor 2012”. The study’s examination of the growth and use of online TV in Germany is based on a survey of primary data research on all German online-TV providers and the annual study is being published for the third year.

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Transcript of "New study: Online-TV market gains professionalism – increase of mobile usage, Web TV Monitor 2012"

  1. 1. Online TV in Germany Web TV Monitor 2012Commissioned by the Bavarian Regulatory Authority for Commercial Broadcasting – BLM October 2012 Goldmedia GmbH Strategy Consulting Prof. Dr. Klaus Goldhammer | Christine Link Oranienburger Str. 27 | 10117 Berlin-Mitte | Germany Tel. +49 30-246 266-0 | Fax -66 | Info[at]Goldmedia.de www.Goldmedia.com | www.WebTVMonitor.de
  2. 2. Disclaimer  All content of document has been trademark and trade protection laws researched and created to the best of would be regarded as free and usable our knowledge. For errors or by anyone. All the above mentioned omissions, the publisher cannot take and possibly protected brands and any responsibility. trademarks are, without restriction,  The publisher does not take subject to the provisions of the responsibility or liability for the applicable trademark law and the activities or omissions that occur ownership rights of the respective based upon the contents and registered owners. recommendations of this study.  The reproduction of household names, trade names, brands, trademarks, etc. in this publication, even without special labeling, does not imply that such names in terms of 2
  3. 3. Web TV Monitor 2012Research objectives and methodology Client and objectives MethodologyClient:  Project time frame: July to October 2012 Goldmedia‘s study on the use  Primary data research through survey of all German of German online TV online-TV providers (n=1,424 German online-TV was produced for the channels) via online and offline questionnaires Bavarian Regulatory Authority for Commercial  Response: data on 198 online-TV channels Broadcasting (BLM) (corresponding to the consumption quote of 14% )  Survey period: August 22nd – October 7th 2012Study objectives:  13 interviews with industry experts and representatives Give overview of the German online-TV market  Secondary data through online desk research Quantify and categorise online-  All data also available at www.webtvmonitor.de TV market in Germany through survey of all providers Response rates Web TV Monitor 2012 Describe use and economic 1,424 state of online TV in Germany 14% Provide market analyses and 199 forecasts for online TV in Web-TV-Angebote Web TV channels/ Dargestellte Displayed channels/ Germany insgesamt/Aussand sent Angebote/Antworten responded 3
  4. 4. Goldmedia’s six-attribute definitionof an online-TV channel Video 1 is a central feature of the site 2 Browser based / accessible online If an online- TV channel 3 German target audience fulfills all six (German language or subtitles) of these Content is active requirements, 4 (i.e. updated regularly) it is included in the Own or licensed content* 5 database. Comply with legal standards 6 (no pornography etc., imprint)Source: Goldmedia Web TV Monitor 2010* Because it was not possible to reliably code editing of content, data on content editing could not be gathered in the survey. 4
  5. 5. Online TV 2012: Online videos distributedby a high number of platforms/devices Value chain Online TV 2012 Conventional media Other Content/video Internet-only NGO/insti- Private companies/ producers providers tutions persons TV Print Radio Film industry Media centers Video centers Interactive multimedia portals Aggregation/ platforms Quelle: Goldmedia, BLM Web-TV-Monitor 2012; ohne Werbevermarkter Channel website Social media YouTube Applications Technical distribution Web streaming 3G/4G Devices PC/Mac Tablets Smartphone Smart TV STB Final demand Users 5
  6. 6. 1,424 online-TV channels in Germany –slight growth compared to 2011 Number of online-TV channels and development compared to the previous years in Germany (2010 to 2012) 11% 0.4% Growth compared to 2010 Growth compared to 2011 1,275 1,418 1,424 2010 2011 2012 Source: Goldmedia, BLM Web TV Monitor 2010-2012 Key facts Between 2010 and 2012, the online-TV industry increased to about 6 percent; churn rate: more than 200 services were suspended between 2011 and 2012, and more than 200 later accrued Cf. Online radio: in the past years, about 800 channels were suspended per year 6
  7. 7. 2012: 1,424 German online-TV channels:Corporate TV division rising since 2010 Share of different types of online-TV services in % 0% 10% 20% 30% 40% 31% Online TV channels 34% (Internet-only) Online sub-brands 29% of print and radio 31% media 17% Online sub-brands 16% of TV channels 11% 2012 Corporate video/ 8% 2010 video shopping 5% Non-commercial 4% online TV channels 4% Media and video 4% centers 2% Video sharing 3% 0.4% Interactive 1% multimedia portals Source: Goldmedia, BLM Web TV Monitor 2010 and 2012, rounding differences possible, Logos serve only as examples 7
  8. 8. 3/4 of the videos provided are in-houseproductions of the online-TV channels Content sources/production types of online-TV channels 2012* Key facts  On av., the video portfolio of an online-TV channel Produced by consists of 78 percent of cooperation/ in-house productions trade partners 13%  On av., 4 percent of the content are videos produced by users Produced by users  Online-TV market gains 4% professionalism, which means providers Produced by other increasingly rely on suppliers trustworthy and 5% professionally produced In-house videos since they offer production better marketing 78% opportunities  Cooperation with news and other agencies is still* Without YouTube Source: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services important 8
  9. 9. 2012: About 6 billion hits per month – shareof video hits has grown to 17% since 2011 Video hits per day (in millions) of the recorded online-TV services in Germany 451 166 194 151 2010 2011 2012 2016* * Prediction according to estimation of the providers. Source: Goldmedia, BLM Web TVMonitor 2010, 2011, 2012 Picture: Fotolia_36404518_S_© nabihaali - Fotolia.com_Foto Filmrolle Key Facts Increase of video hits to 17 percent from 2011 to 2012, according to the estimation of the onlineTV channels, 451 million hits per day and consequently a CAGR of 20 percent expected by 2016 (94 percent of the providers expects a rise of hits to 220 percent on average until 2016, 6 percent expect a stagnation in video outreaches) 2012: 86 percent of the hits were from Germany, 14 percent were from abroad 9
  10. 10. 2012: Average viewing duration of 11 min.per video. For live-streaming, even 28 min. Evaluation of the responding online-TV providers: Key facts development ø-viewing duration in min. per hit*Question: “How long are your videos used per hit (continuous use of a  In 2012, the ø viewingvideo) on average and which development do you expect?“ duration per video hit increased by 2 minutes for VoD and by 3 minutes for live 40 streams compared to 2011 34  Providers expect a further riseAverage viewing duration per hits in minutes 35 to 16 and 34 min. per hit. 30 28 That would correspond to a 25 CAGR of 12% and 6% 25 between 2011 and 2016 20  However, the actual average 15 viewing duration in the total 16 market should be lower 10 according to Goldmedia‘s 11 5 9 Live stream Live-Stream Stream estimation, since there is still Video on Demand a strong dominance of short 0 clips on the side of the 2011 2012 2016 provider. UGC content is also *Merely evaluation of the survey answers, no emphasis on hits being hit Source: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services Picture: Fotolia_36404518_S_© nabihaali - Fotolia.com_Foto Filmrolle 10
  11. 11. 2012: Every fifth online-TV hit via mobiledevices – five percent via smart TV Devices used for hits of online-TV content 2011, 2012 and Key facts 2016  In 2012, 23 percent of the total online-TV hits occurred PC/Laptop via mobile or devices connected to TV-sets 46% PC /Laptop  In 2016, the number is going to more than double according to estimations of 77% the online-TV channels 87% übersmart TV/video via Smart TV/ game consoles/ Spielekonsolen/  Rise in use esp. through 16% Apple TV etc. Apple TV etc. increasing spread of devices in user households  Partly providers whose growth in outreach in 2012 übermobile devices via mobile Geräte resulted exclusively from the 5% 38% increasing use of smart TV 2% + 18%  Esp. due to differentiated 11% solutions for digital encoding the app launch of a number 2011 2012 2016 of online-TV channels is stillSource: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services expected 11
  12. 12. 2012: Every second online-TV channelretrievable via apps or mobile-optimised sites Share of online-TV channels, which provide mobile apps/websites* Question: “Do you offer a mobile app/an optimised website for mobile devices 51.0% for your online-TV service?” 12.7% + 2011 2012*Merely evaluation of the answers of the survey, no emphasis on hitsSource: Goldmedia, BLM Web TV Monitor 2011, n=166 out of 1,418 services, Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 servicesPicture: Ivo_Berg_2012 12
  13. 13. 23% of the channels already provide theirown smart TV app – 26 percent are planning to Presence of the online-TV providers on smart TV Key facts platforms 2012  Approximately one in fiveQuestion: “Do you already offer your online-TV service via smart TV online-TV provider is alreadyplatforms and do you plan to use these platforms?“ present on smart TV portals  Due to more and more IP TVs Yes, already being sold, a smart TV app is Not yet available decided increasingly attractive for 23% 38% online-TV channels  But, current device producers on the market have very different solutions. Therefore, there are barriers, esp. for small providers  Established TV brands regard themselves as value added for platforms, while platforms No, but planned partly demand money for No, not even 26% admission to the portal planned  Usability is not fully developed 13% yetSource: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 servicesPicture: Fotolia_42653760_S_© guukaa - Fotolia.com_Smart TV Icon 13
  14. 14. Hits via own website are declining –social networks on the rise Distribution of hits via different platforms for online TV Key facts 2011, 2012 and 2016* Miscellaneous  In 2011, almost 3/4 of all video 8% 8% 10% sonstige Wege 1% 1% ways hits of the online-TV channels 6% 9% 2% occurred via their own website 11% Other social andere soziale 13% networks Netzwerke  By 2016, online-TV providers 15% Facebook Facebook expect a decline to 61 percent 16%  Social networks, esp. YouTube, YouTube Youtube are becoming increasingly important, in 2016 they will Website Website generate about 30 percent of the total hits 72% 67% 61%  In 2016, one in10 hits will *regardless whether they occur via other ways, such as occurred via stationary or mobile devices co-operating platforms and networks (also apps)  For the providers themselves, it is important to be present on 2011 2012 2016 all platformsSource: Goldmedia, BLM Web TV Monitor 2012, n=198 out of 1,424 services 14
  15. 15. Advertising and marketing still mainsources of financing for online TV Online TV‘s business models 2012 Share of fee-based services in % 0% 20% 40% 60% 80% 100% Media and video centers Mediathek/Multi-Channel-Portal 57% 20% 23% Partially Other/unassigned Sonstiges/Nicht zuzuordnen 86% 14% fee-based Corporate TV Corporate TV 89% 5%6% 3% Free Video shopping Videoshopping 94% 6% 95% Online-TV service (Internet-only) Web-TV-Angebot (Online-Only) 96% 2%2% Sub-brands of TV channels Submarke klassischer TV-Medien 98% 2%1% Fee-based 2% Non-comm. Online-TV channels Nichtkommerzieller Web-TV-Sender 99% 1% Sub-brands of print media Submarke klassischer Print-Medien 99% 1% Video sharing platforms Video-Sharing-Plattform 100% Submarke klassischer stations Subbrands of radio Radio-Medien 100% Interactive Kommunikationsportale multimedia portals 100%Source: Goldmedia, BLM Web TV Monitor 2012, 1,424 services free Kostenlos Partially fee-based Teilweise kostenpflichtig fee-based Kostenpflichtig 15
  16. 16. Three out of five online-TV channels financedby advertising, particularly by video ads Ad-supported online-TV services 2012 “Do you offer advertising in Average share of types of advertising accordance to your online-TV according to total online ad revenue service?” In-text advertising 20.9% Online video Keyword advertising Marketing Unavailable 36.5% 5.3% 39% Available Sponsoring 61% 1.5% Affiliate Display Marketing advertising 0.4% 28.8%Soruce: Goldmedia, BLM Web TV Monitor 2012, n=198 out of1,424 online-TV services Key facts 95 percent of all recorded online-TV services are free, 61 percent are financed by advertising, which means one third are financed by alternative sources, partly by marketing budgets On average, video ads contribute 37 percent to the total ad revenue 16
  17. 17. Web TV Monitor 2012Executive summary – part 1Online-TV  1,424 online-TV channels in Germany (status as of 10/2012)market in  Growth of 0.4% up until 2011 (churn: 200 p.a.)Germany  At least 46 percent are sub-brands of conventional media, 17% of TV  Corporate TV: increasing provider numbers; declining share of Internet-only channels and sub-brands of print media in the total market  On average, 78% of the videos of an online-TV channel are produced in-house  Professionalisation of the online-TV industry: more and more trustworthy and professionally produced content due to better marketing possibilitiesUsage  Rise of daily video hits to currently 151 million hits (status as of 10/2012)  Between 2010 and 2012, the daily increase of hits is 13%; in 2016, 451 million daily hits are expected – rise in use infringing all platforms; however, VoD stronger than linear online-TV  Also the average viewing duration increases to 11 min. for VoD and to 28 min. for live-streaming; further growth expected  Increase in outreach in 2012 partly not due to additional users of a website but esp. due to the distribution of additional portals, platforms and technical devices in user households  significance of channel websites decreases in the future, social networks/apps gain in importance  Esp. at live sports events (Olympic Games, European championship 2012) providers achieve new records with live streaming and catch-up TV 17
  18. 18. Web TV Monitor 2012Executive summary – part 2Use of  2012: Hits via mobile devices rose to 18%, smart TV to 5% of the total hits,devices expected total growth of 53% by 2016  51% of the online-TV channels with a mobile and 23% with smart TV app  For a number of online-TV brands the app launch is still expected, delay due to partially demanding solutions for digital encoding  2/3 of the channels expect a shift of use dominance from the stationary to the mobile distributive channel  German online-TV channels: cost coverage of 71%Economic  95% of all online-TV channels are free; merely 61% are ad-supported;situation alternative financing partly by marketing budgets of the channels  Brutto ad revenues of online video: 195 million € in 2011 (according to OVK) Zunehmende Smart TV Geräteausstattung in den Haushalten  Most important ad revenue driver for online TV is online TV-EPGS mit integrierten Web-TV-Sendern wird Nutzung weiter erhöhen video advertising  Marketing possibilities growing due to increasing professionalization Mit gemeinsamen Portal aller Web-TV-Sender würde Akzeptanz steigen  However, the earnings of fee-based services werden Klassisches Pay-TV könnte von Web-TV-Nutzung kannibalisiertwith an annual growth of 66% by 2016 have the highest growth potentialTrends  Households increasingly equipped with smart TV-sets  TV EPGs with integrated online-TV channels will further increase in use  Having a common portal, the online-TV channels’ acceptance would rise  Conventional pay TV could be cannibalized by online-TV use 18
  19. 19. Hits and further information also available atwww.webtvmonitor.de 19
  20. 20. Goldmedia GmbH Strategy Consulting Prof. Dr. Klaus Goldhammer | Christine Link Oranienburger Str. 27 | 10117 Berlin-Mitte | Germany Tel. +49 30-246 266-0 | Fax -66 | Info[at]Goldmedia.de www.Goldmedia.com | www.webtvmonitor.de
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